Why Should We Believe You?

You know those things you claim on your website?

Why should anyone believe you?

‘Red Fred Theory’ is a metaphor of mine that points to the answer.

Red Fred is an alien. From outer space. If I said he’s real, you couldn’t disprove it, could you?

Herein lies the problem: to assert something is “true”, one needs to specify under what conditions it would in fact be “false”.

• “We are the best, because _____.” The ‘because’ is important. It explains that, were someone else to exceed that criteria, we would no longer be.

• “We are the fastest, at 0-60 in ___ seconds.” The proof is important. It explains that, were someone else to beat our time, we would no longer be.

• “We make a difference by contributing __% toward ___.” The details are important. This means that, if someone asks us for a report as proof, we could produce one.

So. About those statements you made about your work.

Why should we believe you?